Before & After: Give Water

"Give Water has launched new packaging that pushes the product’s charitable mission to the forefront. PurBlu Beverages, GIVE’s parent company, partnered with Little Big Brands to amplify the brand’s voice.

GIVE Water is a fast-growing beverage brand on a mission. Consumers can choose from four varieties of GIVE: GIVE Hope, to women with breast cancer; GIVE Love, to protect our environment; Give Strength, to fight muscular disorders; GIVE Life, to children in need. Each bottle sold puts 10 cents in the pocket of a local charity focused on one of the four causes."

“Our philosophy as a company is to give back more than we take,” said Ben Lewis, founder & CEO, PurBlu Beverages. “The redesign of GIVE water gets us closer to that goal. It really drives home the cause-related mission of the product. It speaks to our DNA.”

"The redesign took all the current elements and built upon what was already there. The droplet holding shape remains but is no longer a solid color, which cued flavor. Instead it is filled with iconography that represents each cause. Typography, including the GIVE logo, was addressed to give the brand more personality and a genuine, approachable feel. Packaging copy was updated and now strikes a more emotional chord with the consumer.

An environmental message remains prominent on the backside of the label, as sustainability is also a core value of the brand. GIVE water is the first and only brand to use an oxo-biodegradable bottle in North America. These bottles are 100% recyclable and return to the earth in 10 years."

“We have a lot of heart for this brand,” said John Nunziato, creative director, Little Big Brands. “Whenever we, as package designers, get the chance to work on products that aspire to change the world, that’s a good day.”

Little Big specializes in strategic brand design, and is a leader in environmentally- responsible packaging. Dive on in to Little Big at http://www.littlebigbrands.com

Comments

[Eaton Beaver]

I love this brand and their new packaging looks great!

[BJN]

Wow, such artful greenwashing! The bottle "returns to the earth" in ten years. What about the energy consumed in the production chain from raw material production, manufacturing, and distribution? Looks like a marketing strategy to salve the guild of bottled water drinkers who can't be bothered to fill their own water bottle.

[Craig]

Very attractive enviromentally responsible packaging for such an environmentally irresponsible product.

[Damis Designs]

It's amazing that designers continue to be part of constructing such beautiful lies. No amount of pretty packaging and clever marketing can make bottled water sustainable. Just because we can doesn't mean we should.

[akrok design]

spot on, eaton beaver and damis designs.

[NMM]

Bottled water is not a positive thing... no matter how pretty the package is, and how much is given to charity. Watch the film FLOW if you are clueless and disagree. Drink tap water if you are lucky enough to have it to drink. Some people aren't, yet those with clean potable tap water go around paying money for water in a plastic bottle making another corporation rich and being wasteful and destructive to the environment at the same time. Designers need to be more morally conscious of what work they do.

[JP]

What a neat idea. While I am not a fan of bottled water, the reality is people continue to consume it. So why not buy a product that gives back to charity instead of one shipped halfway around the world? And the biodegradable bottle rocks!

[Carol Lin]

As comments above already made the point, I wanted to reiterate what beautiful facades these water bottle companies continue to push. Very environmentally irresponsible. No matter how much you try to make a "good cause" out of a water bottle, it's still a plastic bottle that consumed an exhorbitant amount of carbon footprint to produce, ship, and consume.

[CAMARA]

Fresh stuff! People of all over the World: GIVE!